Did Google Kill The Search Engine Optimization (SEO) On Your Website? Redefining How Local Businesses Need To Compete Online To Win.
in Web Presence Optimization (WPO)
To understand the changes that Google is making to it's search results, you should know this first. According to www.Wikipedia.com, they define an algorithm in this way. "In mathematics and computer science, an algorithm is an effective method expressed as a finite list of well-defined instructions for calculating a function." Simply put, Google changed the way the search engine ranking game is being played by redefining their proprietary search engine ranking algorithm.
When Google showed up on the map years ago, they did one thing better than any other search engine had done. They provided us with a better user experience. We were able to think it, type it, and find it. That "better user experience" model is still what separates Google from every other search engine online today. When Google is indexing billions of pages of website content online, they are asking themselves this question about your website. "How relevant is this website, to the industry that this business is in, within the area that this business serves?" When your website is ranked and compared to your peers in the local marketplace by Google, the perceived relevancy and authority that they have now assigned to you is determining how often, where and when your site shows up on their search engine.
Essentially, web presence optimization (WPO) has replaced traditional search engine optimization (SEO). Google didn't kill the search engine optimization (SEO) on your website, they are just forcing your business to be more relevant in the local marketplace. Be relevant or be invisible. Here is a very high level overview of what the new Google algorithm looks at when determining your business ranking. (Website Relevancy) + (Business Online Reputation) + (Business Social Authority) = Higher Organic Rankings.
Let's look at website relevancy first. There are two main components that make up website relevancy; content & inbound links. Content has always been an important part of SEO, now it's a critical part of the equation. Google wants to see new, relevant content on your website as often as possible. Let's think about this from Google's perspective. If you are creating new, relevant content that pertains to your business niche, Google perceives you to be an authority in the local marketplace which means higher organic rankings! Don't have a blog on your website? It's time to get one. Don't have time to write blog posts or articles once or twice a week, consider outsourcing that task as well. The second part of the equation is relevant inbound or incoming links to your website. Who else thinks that your business and website are relevant in the marketplace? Social bookmarking sites such as Reddit.com, StumbleUpon.com & Digg.com have gained in popularity because of their ability to help create relevant inbound links to websites. Niche forums, industry blogs, directories, article sites, & content sites all provide fantastic relevant incoming links into your website as well. Take the time to create your content and link-back strategy for your business. Web Presence Optimization (WPO) is here to stay.
Now let's look at your business online reputation. According to Kudzu.com, it's estimated that 87% of consumers trust peer to peer recommendations. Your online reputation is comprised of review sites such as your Google Places listing, HotPot, CitySearch, Yelp, & insider pages. What people read about you is more important than what you say about yourself. Don't you think that it's time your business joined that online conversation? Reviews & review sites are powerful ways to get the attention of the search engines really quick. Have you noticed that when you are searching on Google Places, sites that have larger number of reviews typically come up more frequently than those that don't? The businesses that don't have any reviews are the ones that rarely ever show up in the map listings. It's very important to claim, create or update your listing and get it as completely filled out with services, pictures & videos as possible. Once you have done all of that, starting asking your customers and vendors to start posting reviews for you. Within a few weeks, youshould start to notice a difference in your page rankings.
The final component is your business social authority. Although this part sounds more like a business popularity contest,
it helps to determine relevancy within your nich and within your marketplace for the search engines. What type of social sites and social feedback are being factored in? Facebook fan pages, Twitter, YouTube are some of the sites taken into consideration. Retweets, youtube video views, mentions, recommendations, followers, and articles posted are all important within the context of your business social authority.When you factor in the 3 pieces to this new algorithm (Website Relevancy) + (Business Online Reputation) + (Business Social Authority) = Higher Organic Rankings, it's easy to see how traditional search engine optimization (SEO) efforts are becoming less effective in this new environment. Web Presence Optimization (WPO) is the new Search Engine Optimization (SEO).
Art Ruiz Jr is a Web Presence Optimization (WPO) expert with ReachLocal Denver. Still have questions? Call me today at (303) 498-9324 for a free consultation.
Disclaimer: The postings of opinions on this site are my own and do not necessarily reflect those of ReachLocal, Inc., its management, employees, clients or publishers.
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